Today a customer came into the shop where i work (more on that later) and she was wearing the most gorgeous floral jacquard-brocade shift dress in a beautiful color palette of pink, peach and green. When i asked her where in the world she got it, she told me she worked for a small start-up clothing label in Belgium called "Mooiloop". After doing some research, I found out the following:
The brand was started in 2010 by Elise Thomas, who had worked previously for Dries Van Noten and Scapa, among others. She started Mooiloop with her daughter Alison Von Autreve and "two friends" (one of which was my lovely customer today). "Mooi Loop" is a South African term meaning "It suits you well" or "Be Well" and the beautiful, simple silhouettes paired with lush printed silks certainly evoke this sentiment. Unfortunately this website seems to be the only place you can purchase their covetable creations other than trunk shows in Belgium. Hopefully this changes soon, because I am itching to get my hands on that perfect shift, or perhaps a silk pantsuit or two...
the above 3 photos are from their archive, the following are from their Autum/Winter 2012 collection:
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